Industry Trends Articles

NIL System Under Strain as Trump Vows Executive Order

Wasserman Rebrands as 'The Team' Ahead of Sale

MLS’ New Back-of-Kit Slot Unlocks a Fourth Jersey Revenue Stream

The lower-back placement helps clubs court new categories, bundle storytelling, and capture incremental CPMs as MLS enters its 3.0 era.

Saudi-Backed Humain Spins Up a Sports AI Division

Humain’s purchase of ai.io signals that Saudi Arabia now wants to own the AI infrastructure behind talent ID, facilities, and fan data—not just teams and events.

Children's Mercy and the Big 12: How Healthcare Sponsorships Are Evolving Beyond the Logo

Children's Mercy becomes the Big 12's official healthcare partner, signaling a shift in how healthcare brands approach sports sponsorships beyond traditional logo placement.

Inside Giannis and Alexis Ohanian's Investment Playbook: What Athlete-VC Partnerships Mean for Brands

Giannis and Reddit founder Alexis Ohanian are co-investing across sports. The athlete-VC model is reshaping how brands think about partnerships.

AI-Powered Security Arrives at Shell Energy Stadium: What Evolv's Houston Deal Means for Venue Tech

Evolv's AI screening partnership with Shell Energy Stadium signals a new wave of technology-driven venue sponsorships in professional sports.

Arizona's $27.7M ALKEME Arena Deal: What College Athletics Can Learn About Naming Rights Valuation

Arizona Athletics just signed the largest publicly known naming rights deal in college athletics — $27.7 million over 15 years with ALKEME Insurance. Here is what every sponsorship professional can learn from the deal structure, valuation methodology, and market implications.

FIFA World Cup 2026 Sponsorship Guide: How Brands and Properties Can Win Big

The 2026 FIFA World Cup will be the largest sporting event in history — 48 teams, 104 matches, 16 host cities, and 6 billion viewers. Here is your complete guide to activating sponsorship around it.

5 Sponsorship Trends Defining 2026 (And How AI Is Accelerating All of Them)

From the rise of mega-events to AI-powered measurement, 2026 is reshaping how brands and properties think about sponsorship. Here are the five trends every sponsorship professional needs to understand.

How AI Is Transforming Sponsorship Management in 2026

AI is no longer a buzzword in sponsorship — it's powering real workflows. From automated prospecting to contract intelligence, here's how AI platforms are reshaping every stage of the sponsorship lifecycle.